The Path to Social Profitability Through ‘Insight’
You must understand the subconscious need(s) of your target audience
Strategic planning must be rooted in deep, meaningful Insight. Only by understanding the customer’s motivation and behaviour related to your brand experience can you hope to create awareness and engagement. Social Profitability depends on creating a connection between a brand’s features and benefits and the subconscious need(s) of your target audience.
So when you set out to create a new event or program, or reimagine an existing one, be inclusive of all stakeholders, and as broad a range of minds as is necessary to discover the what has not yet been considered. As you may be wading into unchartered territory, be open to the potential for differing perspectives. Ultimately, this will deliver amplified results for your brand experience.
Traditional forms of customer engagement have not been successful at producing the breakthrough thinking needed to power breakthrough ideas for new campaigns or events.
An effective method of gaining this important Insight is through moderated, one-on-one, storytelling-type discussions. Respondents are able to share their stories in a relaxed and pleasant way, capturing the authentic subconscious drivers that lay behind their decisions. The subconscious, emotional need(s) help to clearly identify the best features and benefits. Getting the story right provides you with the most effective ‘brand’ / ‘conversation’ / ‘marketing tools’, leading to accelerated engagement and awareness.
Before you begin development of your next Strategic Plan and start building your critical path, take into account the time needed for an Insight phase and how it could change the context of your next campaign for the better. Consider the four steps required:
STEP 1: DIAGNOSE THE NEED
Understand the behaviour and motivation of the Insight groups.
Understand the brand’s complete experience by Insight group.
STEP 2: UNDERSTAND THE UNIQUE BENEFIT
At the subconscious level, a brand’s point-of-difference is in sharp contrast to the competition. Understand what makes the brand unique vs. other offerings. This clarity will help differentiate this brand within the competitive landscape.
STEP 3: UNDERSTAND THE CORE PURPOSE
Every brand has a core purpose greater than its physical features and benefits. Once we understand what is unique, we have identified the real compelling gain or benefit to communicate.
STEP 4: COMMUNICATE WITH IMPACT
The goal is to communicate directly to the subconscious where decisions are made and activate the behaviour to engage. What is the impact of all cues of the brand experience?
Your customers are essential partners to your marketing success. Instead of just trying to ‘sell’ to them, bring them into the conversation, at the very earliest stage possible, and allow them to contribute to the development of invaluable Insights.